By pushing its Cuda initiative hard into the small but lucrative high performance computing market, the green team hopes to grow its professional business into a $1bn a year operation.
Currently, the business is at $500m a year thanks to its Quadro workstation products, so attempting to double its money in the space of just a couple of years is a pretty ambitious project.
The word on The Street is the term 'GPU Computing', but we wonder if that's an internal Nvidia catchphrase.
Given that the average margin in the Professional business is 60%, and the fact that Nvidia doesn't have to spend too much R&D money on the GPU Computing products (since they'll just be remarketed GeForce products) the earnings potential is lucrative - handy, at a time when the company is facing the bizarrely placed consumer market, with allies enemies and enemies allies. It's amazing what cash in the bank can do for you - just ask 3DFX.